Marketing funnel: map your funnel and fix conversion leaks

Why mapping your marketing funnel matters

Most teams report channel metrics but cannot see where the journey stalls. A clear funnel view shows how people move from awareness to revenue, where they drop, and which fixes matter most. This guide gives you a practical way to map the funnel, quantify leaks, and turn insights into a 90 day plan.

Pair this with your one-page marketing strategy, a simple quarterly marketing roadmap, and a marketing scorecard so improvements are funded and measured.

Define the funnel stages for your model

• Awareness. People who have meaningfully encountered your brand, for example branded search, reach with quality thresholds, or direct traffic growth.
• Consideration. High intent engagements, for example demo views, comparison page visits, content downloads, or qualified webinar sign ups.
• Acquisition. Leads that meet your ICP and intent criteria.
• Qualification. SAL and SQL as defined in your CRM with exit criteria.
• Opportunity and Revenue. Pipeline created and Closed Won.

Keep definitions short and written. Align with sales. If you need alignment structure, use marketing alignment: run a joint planning process with sales.

Collect the data you can trust

• Website and product analytics for visits, key page flows, and conversion events.
• CRM for lead stages, opportunity creation, win rates, and revenue.
• Channel platforms for directional reach and engagement.

Document attribution windows and known gaps. For measurement principles, see Think with Google on measurement and reporting tips from HubSpot.

Map the journey and spot leaks

1. Sketch the top three inbound paths, for example paid search to pricing, organic to comparison, paid social to landing page.


2. Calculate conversion rates between each stage for the last full month and last full quarter.


3. Benchmark against your own past performance first. Then consult credible ranges for context.


4. List the two biggest drop offs with a plain diagnosis, for example high landing page bounce or slow sales follow up.

Prioritise fixes with impact and effort

Use a simple scoring method to focus the next 90 days. For each idea, estimate impact on a target stage, confidence, and the effort required, then choose the top five. If you need a method, read how to decide your marketing priorities.

Common high leverage fixes by stage

Awareness to consideration

• Clarify the promise and show product in context. Update hero and ad hooks to lead with the job solved.
• Publish a research backed resource, then run PR or creator seeding to generate quality reach.
• Create or improve a comparison page to capture mid funnel intent.

Consideration to acquisition

• Match landing pages to ad intent, tighten forms, and reduce non essential fields.
• Improve speed and UX on top paths. Remove friction and make proof visible.
• Refresh retargeting creative monthly with strongest proof points.

Acquisition to qualification

• Define lead criteria and routing clearly. Enforce SLAs for response time.
• Align sequences and call scripts to the promise and proof people saw.
• Capture closed lost reasons and feed patterns back into creative and page copy.

For SLAs and handoffs, see marketing alignment with sales.

Opportunity to revenue

• Publish targeted case studies and proof for high value segments.
• Run pricing and packaging tests with clear thresholds and review dates.
• Introduce win back or expansion plays through CRM for retained revenue.

Turn insights into a 90 day plan

1. Write five initiatives with owners and budgets. Keep each to one sentence and one KPI.


2. Phase the work on a marketing calendar with decision windows for approvals.


3. Add the initiatives to your quarterly marketing roadmap and link to your scorecard.

Measure contribution, not just last clicks

Use a simple contribution view by objective. Combine platform signals with CRM sourced revenue and controlled tests where volume allows. Keep methods stable within the quarter.

For effectiveness discourse and practical perspective, read Marketing Week.

Final checklist

• Funnel stages defined with written exit criteria.
• Conversion rates calculated for key paths and stages.
• Two biggest leaks identified with clear diagnoses.
• Five initiatives selected with owners, budgets, and KPIs.
• Calendar, roadmap, and scorecard updated.
• Monthly review booked to decide continue, scale, fix, or stop.